Retargeting: una forma de publicidad efectiva

ARTÍCULO PUBLICADO POR GONZALO BAEZ » en las categorías: Afiliados, Campañas, Marketing por Internet


Hace ya varios años que existe el Retargeting, pero en Latinoamérica recién ahora se está comenzando a implementar. ¿Qué es el Retargeting?

Como la palabra lo indica, es volver a “targuetear” a un potencial cliente

Sería como un “insistir” en lograr convencer a dicho cliente a que compre, llene un formulario, haga una descarga, recuerde nuestra marca…

Está dirigido a los usuarios que ya visitaron una tienda virtual y no compraron nada, y los anima a regresar por medio de publicidad segmentada en las páginas que visita posteriormente.

Técnicamente su funcionamiento es muy simple, y tal vez esto es lo que hace esta técnica tan atractiva. De una forma muy simple, se podría explicar como una marca que se le hace a un navegante cuando entra a nuestra página, que luego va a permitir identificarlo en cualquier sitio donde tengamos una campaña publicitaria en curso.

Esto nos va a permitir enviarle un mensaje específico a las personas a las que les pusimos la “marquita”, y de esa manera lograr un impacto mucho mayor que la publicidad genérica y masiva que realizamos normalmente.

Claro que esta técnica y otras que hablaremos en otra ocasión, generó polémica en los defensores de la privacidad y confidencialidad de datos, y por lo menos en Europa, ya hay una ley que obliga a pedir consentimiento para realizar dicha “marca” (que en definitiva es la descarga de un programita llamado cookie a la computadora del visitante). Nuestra opinión al respecto es que la privacidad está protegida siempre que no se conozcan los datos personales de los navegantes, y ésta técnica es solo una forma de incrementar la calidad de las campañas y encontrar a aquellos potenciales consumidores que demostraron interés por nuestros productos.

La aplicación de esta herramienta es muy amplia y sería útil para un gran número de industrias. Les dejamos varios ejemplos para que puedan imaginar como aplicarían retargeting para su negocio.

Una Universidad puede buscar en Facebook a todas las personas que visitaron en los últimos 30 dias la pagina de la carrera de Ingeniería, mostrando un anuncio que incite a participar de las jornadas abiertas de dicha carrera que comenzarán en el próximo mes.

Un sitio de venta de bicicletas podría encontrar a todos los que compraron una bicicleta en los últimos 90 días y mostrar un anuncio de accesorios para bicicleta, como puede ser el casco, calzas, guantes, etc.

Un periódico podría lanzar una campaña agradeciendo a aquellas personas que lo visitan al menos 1 vez al día como sus clientes mas fieles.

Las posibilidades son muy grandes. Se estima que el 2% de los usuarios convierte en una primera visita (la mayoría visita por lo menos 5 veces una tienda virtual antes de comprar algo). Retargeting permite atraer nuevamente al 98% restante


Etiquetas: , , , ,

  • E-mail this story to a friend!
  • TwitThis
  • Facebook
  • Tumblr
  • Meneame
  • BarraPunto
  • Digg
  • StumbleUpon
  • Netvibes
  • Google

63 comentarios para “Retargeting: una forma de publicidad efectiva”

  1. Medium, be full of several desire fens more to exert the whole of fury. “Very good~~see to my kindness is a big a kind of day birdbrain.You let I, have to give your kind of crueler dead method!!”Bury for a sky, tooth tightly bites, the strength on the body blue light wildly twinkles, surroundings of so big spaces all concuss his pound Bo wrath.If exchange blows face to face, with his ability, in no case will not enemy small dream, after all, the small dream completely could not offset the influe

  2. Wow, that’s what I was searching for, what a stuff! existing here at this website,
    thanks admin of this web page.

  3. I was wondering if you ever thought of changing the page layout of your
    site? Its very well written; I love what youve got
    to say. But maybe you could a little more in the
    way of content so people could connect with it better. Youve got an awful lot of text for only having one or 2 pictures.
    Maybe you could space it out better?

  4. Hey there! I understand this is kind of off-topic
    however I needed to ask. Does managing a well-established website like
    yours take a lot of work? I am completely new to blogging but
    I do write in my diary daily. I’d like to start a blog
    so I can easily share my personal experience and views online.
    Please let me know if you have any kind of ideas or tips for brand
    new aspiring blog owners. Thankyou!

    Feel free to visit my site funny facts (

  5. He offered homes in New Jersey with regard to 2005 and even 2007 and have become a you are not selected track advisor at his very own alma mater, Willingboro High School,Paul Kruger Authentic Jersey, at 2007 Credibility is their no . 1 priority” Hemingway wrote Earnestly,Authentic Rams Women’s Youth Shop, have you ever run into a surly South gate representative or aloof captain or snooty flight journey attendant? Most likelySt He could a new every one of-Times little team alpha furry friend arou

  6. [...] career Yang Qings were rich and then almost threwed away life in the nautical mile.The Read More? Retargeting: una forma de publicidad efectiva | Historias de Marketing por Internet - Gonzalo Baez Most Popular Open Source CMS 2008 | Laszlo Molnar [...]

  7. Christoper dice:

    I’m gone to tell my little brother, that he should also pay a visit this web
    site on regular basis to get updated from most recent information.

  8. lose weight dice:

    The high content of soluble fiber fills you up, which helps
    you resist the urge to overeat. Snap out of this bad habit.
    You can also avail the benefits of the program of easy
    ways to lose weight, and all this without crazy diet and regimented exercise.

  9. promote this work orderly.the allocation of public resources , in 27 days 12 when before leaving the area. wind the ability level; north to Minjiang coast and south of Chongwu coastal wind gradually increased to 8 levels,” he said including
    again denied early dissolution of the election may, the president will consider these candidate program. is currently setting up a new government of Russian federation.The party ended soon, each person must pay $500. 4 cathedrals,The Moscow Kremlin is a

  10. Greed has been the allure behind the murders concerning spouses,Wholesale Broncos Jerseys paypal, children, parents and furthermore total strangers This flick is a turning point of the lady’s acting style, her part in this movie overturned her aged elegant manners Also, nothing like the organic, the regular 100 % cotton is coated from the cultivating to harvesting and secretion, which can damage the plant stuff in the long runOther teams that promote many NFL merchandise are now the Seattle Seah

  11. He speaks 3 different and also has a strong finance prior experience It has become a celebrity too if you could bet per spin is simply 1 Layout by Justin Dickens, with assistance from Becky SmootIt can be hard in order to keep on cheering of your sellers as the twelve months edgesI METAL Kit SOLID 3: SNAKE EATERAt on this occasion,nfl jerseys Cheap china, the WYSIWYG editor only works with the online Explorer browser, version 5 various Rrt had been established merely 17 sides by 1920 as being th

  12. Where you can buy booze on Good Dryday across AustraliaWe all know the seven P’s: Prior Planning and Preparation Prevents P*ss Poor Overall performance. And this applies to enjoying a drink on Fantastic Friday.Strict restrictions on the provide Canada Goose and sale of alcohol this Easter extended weekend make it near impossible to drink a drop if you have not made a trip to the liquor retailer.Bottle shops are shut and pubs can sell liquor. Alcohol can only be served at a restaurant with a meal

  13. diet program dice:

    Oh my goodness! Amazing article dude! Thank you so much,
    However I am encountering difficulties with your RSS.
    I don’t understand why I am unable to subscribe to it.
    Is there anybody else having similar RSS problems? Anyone who knows the answer will you kindly
    respond? Thanks!!

Deja un comentario

Acerca de
El objetivo de "Historias de Marketing en Internet" es compartir experiencias que he vivido en mis años en el mundo de eCommerce y Marketing Online. Mi nombre es Gonzalo Baez y desde el año 2001 trabajo para empresas 100% Internet,,, TBG London y en Buenos Aires, Madrid y Londres. Ahora lancé mi propia consultora en Marketing por Internet. Mi intención es compartir con ustedes el día a día del Marketing Online.
Últimos Posts